Dramatica was a project by JODI that addressed our day-to-day relationship with technology and how, through the same medium, such relationship is represented, engaging in a reciprocal loop of observation and re-enactment.

Like many of us do for duty or delight, JODI likes to collect web-stock photography, in which corporate stylistics seem to infiltrate folklore. As economy dictates visibility, the limits of the mutual contamination between individual (or collective) sensibility and profit-oriented constructed images fade increasingly. Spontaneity of expression is problematized as the desire to be represented and to represent actions drowns in the big media-flow. Everything is dramatic and theatrical.

JODI focuses on tech-cameos in the genre, such as the smartphone as an object: the straight narration given by its normal use morphs into the hilarity of curiosity.